Date: 12/5/2006

Tonic Tip: Is the press release dying?

Can you imagine public relations without press releases? Some argue that that’s where we’re headed. As beneficial as the press release is in PR, its value is being diminished by those who don’t know how to use it. The press release is an essential tool, but it is increasingly being written by the wrong people and for the wrong audience. Its purpose is to provide worthwhile news to journalists; not to act as a company fact sheet, an advertisement or to please internal executives. When in doubt, refer to the following guidelines about press releases: Who: Write for journalists who only have seconds to glance over a release and assimilate the news. What: It must be newsworthy. Take notice next time you read the paper or watch the news; if you can’t imagine the information you’re including in your release as part of the coverage, it probably won’t be. When: Make sure there is a purpose. A press release for the sake of a press release is not what gets people interested in your clients or products… highlighting important news, a significant trend or credible data does. How: Hire a professional. After all, it is their job to know how to work with the media, how to best craft news and get attention for your company. * Writer’s block? Our team of seasoned writers can help! Have us write a press release for your company, product or service that is readable, written in journalistic style and designed to get media attention. Contact us for more information.

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